1. Modes of Persuasion
Ethos, Pathos, and Logos

2. Persuasive Appeal
To ask for aid, support, mercy, sympathy, or the like
To make an earnest request
Your appeal is HOW you are persuading your audience
3 Appeals: Ethos, Pathos, Logos

3. Mode 1: Ethos
Ethos- the distinguishing character, sentiment, moral nature, or guiding beliefs of a person, group, or institution.
Establishes the writer as fair, open-minded, honest, and knowledgeable about the subject matter.
The writer creates a sense of him/herself as trustworthy and credible.
Ethical Appeals Include:
Well-informed information about the topic
Confidence in the position
Sincerity and honesty
Understanding of the reader’s concerns and possible objections
Example: I understand that you feel all the players play to do their best, but Michael performs at his best daily.

4. Ethos Continued
An author would use ethos to show to his/her audience that he/she is a credible source and is worth listening to. Ethos is the Greek word for “character.” The word “ethic” is derived from ethos.
Ethos can be developed by choosing language that is appropriate for the audience and topic (also means choosing proper level of vocabulary), making yourself sound fair or unbiased, introducing your expertise or pedigree, and by using correct grammar and syntax.

5. Ethos Continued Ask yourself, as the reader…
Does the writer seem trustworthy?
Does the writer seem knowledgeable and reasonable?
What comparisons does the writer make to other people, places, or events within the text to establish authority?

7. Mode 2: Pathos
Pathos-a quality that causes people to feel sympathy and sadness
Emotional appeals target the emotions of the reader to create some kind of connection with the writer.
Emotional Appeals Include:
Diction and imagery to create a bond with the reader in a human way (tell a story)
Appeals to idealism, beauty, humor, nostalgia, or pity (or other emotions) in a balanced way
Example: Based on Michael’s background of growing up in hardship, it is amazing that he is able to play this well.

8. Pathos Continued
Authors use pathos to invoke sympathy from an audience; to make the audience feel what the author wants them to feel.
Another use of pathos would be to inspire anger from an audience; perhaps in order to prompt action. 
Pathos is the Greek word for both “suffering” and “experience.” The words empathy and pathetic  are derived from pathos.
Pathos can be developed by using meaningful language, emotional tone, emotion evoking examples, stories of emotional events, and implied meanings. 

9. Pathos Continued Ask yourself, as the reader…
Does the writer appeal to your emotions—feelings of sadness, pride, fear, being young, anger, patriotism, love, justice?
How does the writer/text try to establish a relationship or common ground with the reader?
What circumstances can we as an audience relate to?

11. Mode 3: Logos
Logos- the rational principle that governs and develops the universe
The strategic use of logic, claims, and evidence to convince the audience of a certain point
Logical Appeals Include:
Strong, clear claims
Warrants that are valid
Clear reasons for claims
Strong evidence(facts, statistics, personal experience, expert authority, interviews, observations, anecdotes)
Example: Michael is the best basketball player because he scores the most points in a game.

12. Logos Continued
To use logos would be to cite facts and statistics, historical and literal analogies, and citing certain authorities on a subject.
Logos is the Greek word for “word,” however, the true definition goes beyond that. The word “logic” is derived from logos.
Logos can be developed by using advanced, theoretical or abstract language, citing facts (very important), and by constructing logical arguments.

13. Logos Continued Ask yourself, as the reader…
What claim is the author arguing? Is the claim relevant/valid for today?
Does the writer jump to conclusions or have logical fallacies?
What points does he or she offer to support this idea?

16. The Rhetorical Triangle
The triangle image represents the balance of all three appeals that a writer should use for an effective argument.
An illogical argument may move us emotionally, but only in the sense that it makes us angry at the author for wasting our time.
An overwhelming emotional argument may make us feel that the author is relying exclusively on emotions rather than offering solid reasoning.
Finally, if an argument contains only facts and figures and no emotional appeals, we may simply get bored.

17. Does the writer seem trustworthy?
Does the writer seem knowledgeable and reasonable?
What comparisons does the writer make to other people, places, or events within the text to establish authority?
Does the writer appeal to your emotions—feelings of sadness, pride, fear, being young, anger, patriotism, love, justice?
How does the writer/text try to establish a relationship or common ground with the reader?
What circumstances can we as an audience relate to?
What claim is the author arguing? Is the claim relevant/valid for today?
Does the writer jump to conclusions or have logical fallacies?
What points does he or she offer to support this idea?